Internet giant Tencent Holdings Ltd pledged to jointly build a rational public welfare ecosystem and focus on long-term connections between donors, charitable organizations and recipients, so as to establish long-term trust and enhance the efficiency of charity programs.

Chen Yidan, co-founder of Tencent and also founder and honorary chairman of Tencent Charity Foundation, said this year's "99 Charity Day" will pay more attention to the execution and efficiency of charity organizations, the data of executing organizations, recognition of donors' top projects and the feedback and data from recipients.

Sept 9 has been named the annual charity day by the Shenzhen-based internet giant since 2015, with the aim of calling on more and more netizens to participate in public welfare through interactive online activities.

Chen said Tencent will evaluate the demonstration effects of charity organizations and projects in terms of transparency, professionalism and consciousness to explore a new mode of innovation.

The campaign carries the message of "doing good in reasonable ways" as it pioneers new means to inspire public participation and continues to play its role establishing a convenient, transparent and open platform.

Over the past four years, the number of individual donations increased from 2.05 million in 2015 to 28 million in 2018, with the total donation amount surging from 228 million yuan ($31.8 million) to more than 1.4 billion yuan.